Monday, December 19, 2011


Years ago I worked for a brilliant and eccentric Creative Director at Ally & Gargano called Ed Butler. Ed was like a lot of successful people in the agency business. He was incredibly passionate about advertising. In fact, often when Ed saw an ad he really liked, he would find out who created it and phone them with his compliments.

Today, I came across some copy on Katz's Deli's web site. I think it's pretty damn good.


The same thing happens at the big Hanukkah celebration every year. Someone, maybe your grandma, your mother or whoever wears the apron in your family, is stuck cooking for the big Hanukkah meal instead of spending time with the family. After finally having brought out the latkes, knishes and the rest of the meal, he or she sits down and tries to enjoy a few spare moments with the family. But you can see in that face with the frustrated look of someone already thinking about doing dishes. Why should a loved one be slaving away in the kitchen? It defeats the whole purpose of Hanukkah.

You can see the problem. Maybe you have even heard the complaints. Rather than commandeering the kitchen like a pirate (watch them look over your shoulder), you should sweep in with food. You will be more like a superhero (cape is optional). Granted, few places make food appropriate for Hanukkah (although there is a lot of Chinese food options for Christmas), and you sure as hell can’t insult the cook by fetching food from your corner bodega.

Only Katz’s Deli will be worthy of the apron. We’ve been at the table as a family for over 123 years. That’s more than 963 days of Hanukkah. That’s a lot of latkes. Our legendary meats will kill the worries that occur when a cook relinquishes the kitchen. You may even transform your cook into an animated conversationalist (or chatterbox). But other than being designated the best daughter, brother, step-son or niece, think about the jealousy you’ll engender from the rest of the family. That’s its own reward. You always were the smart one anyway.

The rest is pretty easy. Place an order. Pick it up or we’ll ship it to you. We prepare it (pastrami, corned beef, rugalach, etc.) and you take the credit.

The dishes, however, are up to you."

1 comment:

Graham Strong said...

Nice. I especially like: "That’s a lot of latkes." Normally, it would be bordering on cliché, but it really works in context.